International Marketing [Rental Edition]

Part OneAn Overview1.1The Scope and Challenge of International Marketing   2 2.2 The Dynamic Environment of International Trade   28 Part TwoThe Cultural Environment of Global Markets1.3 History and Geography: The Foundations of Culture   54 2.4 Cultural Dynamics in Assessing Global Markets   96 3.5 Culture, Management Style, and Business Systems   130 4.6 The Political Environment: A Critical Concern   170 5.7 The International Legal Environment: Playing By the Rules   198 Part ThreeAssessing Global Market Opportunities1.8 Developing a Global Vision through Marketing Research   230 2.9 Economic Development and the Americas   262 3.10 Europe, Africa, and the Middle East   290 4.11 The Asia Pacific Region   316 Part FourDeveloping Global Marketing Strategies1.12 Global Marketing Management: Planning and Organization   346 2.13 Products and Services for Consumers   374 3.14 Products and Services for Businesses   414 4.15 International Marketing Channels   442 5.16 Integrated Marketing Communications and International Advertising   478 6.17 Personal Selling and Sales Management   524 7.18 Pricing for International Markets   554 Part FiveImplementing Global Marketing Strategies1.19 Inventive Negotiations with International Customers, Partners, and Regulators   584 Part SixSupplementary MaterialThe Country Notebook—A Guide for Developing a Marketing Plan   613CasesCases can be found in Connect and SmartBook